Professionalism in tour guiding in Iceland : perceptions of its occupational group

Tourism and tourism services offer diverse, complex, and dynamic fields of work and study. Tour guides in particular are strategic, important contributors to the creation of the tourism value chain. While they are widely accepted as front-line professionals within the tourism sector, the concept of professionalism has received little attention in connection to this line-of work. Professionalism is about more than doing work well. It goes along with studying the organization and development of the performance and control of work, of – and ideally by – the occupational group. Research on tour guiding in Iceland, a country whose tourism sector has grown fast in recent years, is relevant and needs expanding. Applying grounded theory methodology, this exploratory study is built on in-depth interviews with tour guides in Iceland. It set out to explore, analyse and conceptualize perceptions on professionalism in this line-of-work, in order to promote knowledge on the complexities of professionalism and to improve understanding of tour guiding in the Icelandic context in light of such concept. Following such approach to research meant that questions evolved as data was collected and analysed. Findings revealed that professionalism in tour guiding in Iceland has so-far developed from within the occupational group. It seems to be a combination of a commitment to ensure safety, a commitment to serve people and a dedication to continuous learning and improvement. The essence of professionalism appears to lie in a guide‘s capability and commitment for independent, responsible judgement and decision making, as well as dedication and initiative towards continuous learning, growth and development. Professionalism is moreover cultivated in a community of mutual support and learning. And it is pursued in formal and informal structures that encourage the exchange of experience and reflective practice collaboratively, to learn from and with peers. Finally, to develop professionalism in tour guiding in Iceland further, there is need for government acknowledgement and recognition of professionalism in this line-of-work, as well as support regulation within the industry, to ensure higher levels of client-safety and general quality of tour guiding services